Behavioral characteristics of the consumption psychology of the elderly

The basic characteristics of the consumer market are as follows.

1.Non-profit. Consumers buy goods to obtain a certain use value and solve their own living consumption needs, rather than to resell them for profit.

2.Non-professional. Consumers often lack professional product knowledge and market knowledge, and consumers are easily affected by merchants, manufacturers' publicity, service attitude and product quality when purchasing goods.

3.Hierarchical. Due to the different income levels of consumers and the different social classes they are in, the goods in the consumer market have a certain hierarchy.

4.Generalized. The consumer market not only has a large number of buyers, but also a wide geographical distribution, from domestic to foreign, from urban to rural, consumers are everywhere.

5.Substitution. In the consumer market, except for a few commodities that are irreplaceable, most commodities can be found interchangeably used goods and substitutes, so the commodities in the consumer market have strong substitution.

6.Epidemic. Consumer demand is not only affected by the internal factors of consumers, but also by external factors such as fashion, environment, values, etc., and the needs of consumers in different times are also different. Therefore, the goods in the consumer market have a certain popularity.

Middle-aged people, narrowly, refer specifically to the age of 35-45.

Definition of age group: China's post-70s and pre-80s groups.

Group characteristics: I have experienced the hard work of my parents, have the tenacity to bear hardships and stand hard work, and have also stepped on the last train of the Internet, usually in the senior management and investors of the enterprise. Of course, there are still some working classes that have not kept up with the rapid pace of social change and are at the grassroots level of society.

Like their parents, they lament the rapid changes in society and the speed of change in the times, and chase after them with all their might, but they still feel that there are inexplicable social phenomena. When I was young, I had many friends and I valued righteousness. Middle-aged people go their separate ways, often nostalgic for those days.

The consumer psychology is pragmatic, steady, the pursuit of practical results, and the style of focusing on quality and atmosphere. Dare to invest, but not wasteful, not extravagant.

1. Because there are old and young, people at this age first pay attention to cost performance.

2. The object of consumption is directly proportional to the economic income, and the working class can spend 3,000 per month, which is very considerable, and a large part of it is still spent on children.

To summarize the following points.

Buying is more rational than impulsive.

Buying is more planned than blind.

Purchase is practical, and the psychology of thrift is strong.

Buy assertively and not be influenced by the outside world.

Purchase according to the customs, pay attention to the convenience of goods.

Strong psychological inertia, high loyalty to goods and brands.

Focus on practicality and pursue convenience.

There has been a marked increase in health spending and interest spending.

Compensate for consumption.

Clause.

First, the most intuitive is the ** system, most middle-aged people consider **, because they have suffered themselves, all the first thing to look at is **.

Clause. Second, a large number of people rush to buy, middle-aged people like to join in the fun, and the more people there are, the more they like to go.

Clause. Third, the praise of the people next to him. They like to be bragged about, and the desire to consume is strongest when they are generally touted.

Middle-aged people pay attention to stability. Something good for yourself. Spend what you need. Very steady.

Looking at the pocket, consumer psychology has nothing to do with age when people are in which economic segment they are in!

The main consumption views of middle-aged and elderly people One is the most reasonable, and the other is the high quality and cost performance.

1. Consumption is more rational and knows what you want and what you don't want.

2. Buy the right one.

3. For most people, consumption is more frugal.

Depends on financial means.

However, basically middle-aged people are still steady, because there are old and young, and there is no lack of adventurous spirit.

In the case of being able to use, they choose the cheapest and the same thing that is marked with a discount that they like.

<>1. The purchase motivation and behavior of middle-aged and elderly people are mostly rational, and the middle-aged and elderly people have more consumption experience and knowledge, and are good at observing, analyzing and comparing in the purchase process, which is more rational.

2. The middle-aged and elderly pursue convenience, practicality and affordability, and the middle-aged and elderly have a high degree of psychological stability and pay more attention to reality. Its purchase motives are convenient, practical, safe and reliable, and affordable. They often demand that the goods are easy to use, easy to buy, a good shopping environment, and thoughtful service.

3. The characteristics of middle-aged and elderly consumers due to the decline of the physiological function of middle-aged and elderly consumers, compared with young consumer groups, their demand structure has also undergone great changes, mainly in the fact that in all the commodities of middle-aged and elderly people, the consumption of nutritious food, health food and health care products occupies a large proportion.

1. Characteristics of the consumption behavior of the elderly.

1. Habitual consumption behavior.

Elderly consumers have decades of purchase and consumption practice, in the long-term selection and use process, accumulated rich experience, and elderly consumers often believe in their own purchase experience, so the elderly consumers have formed a relatively stable purchase and consumption habits for certain goods, and have a certain preference for certain brands, with high brand loyalty. Once such habits are formed, they are more difficult to change and will greatly affect the purchasing behavior of older consumers.

2. Rational consumption decision-making.

The forms of decision-making that people make to consume can generally be divided into rational and impulsive. Due to age and psychological factors, older consumers tend to think twice before making purchases. In this process, the consumption decisions of elderly consumers are less affected by emotional impulses, so a large number of advertising bombardments have a great impact on their purchase of goods.

At the same time, because they are the elders in the family and play a certain role model in the family, although purchasing and consumption is a personal behavior, elderly consumers will also consider the overall interests of the family more. Based on this factor, the purchase decisions of elderly consumers tend to be rational, especially for the purchase of high-value consumer goods, and the decision-making process will be longer.

3. Convenience of consumption targets.

For elderly consumers, the goal of their consumption is first positioned in convenience and practicality. Due to the gradual deterioration of physiological functions of elderly consumers, the demand for commodity consumption focuses on their ease of learning and use, and convenient operation, so as to reduce the burden of physical and mental power, and at the same time benefit health.

Answer]: The consumption behavior of the elderly has the following characteristics.

1) Consumption content is mainly focused on food and drink, medical care and cultural entertainment. As a result of physiology, it occurs. The primary concern of the elderly is how to prolong their lives and how to contribute their surplus heat to the society.

This situation makes the elderly urgently need low-sugar, low-salt, low-cholesterol, low-protein diet and health care products that are beneficial to their health. At the same time, with the gradual establishment of modern concepts, the elderly are eager to enrich their later life, so they also have great consumption potential in terms of culture and entertainment.

2) Consumption habits are relatively stable, and the degree of loyalty to the product brand is very high. Due to the rich purchase experience and long-term consumption habits formed in the past, the elderly have always been less at ease with new products, but they have a soft spot for time-honored products, and sometimes even seem more stubborn.

3) Pursue to make the stove convenient and practical, pay attention to the quality and function of the product. The elderly are no longer as fanciful and emotionally oriented as young people, but are very rational and mature, so when buying products, they often weigh whether their quality is reliable, whether the functions are convenient and practical, whether the service staff are thoughtful and enthusiastic, and whether the relevant procedures are simple and easy.